So the brand had been identified. We introduced the idea “Doing Good, Better”. Ichor Therapeutics was an operation that was growing very quickly and wanted to showcase their growth as fast as possible. The sites intentions were two fold: to inspire students to want to be a part of that and to inspire investors to invest in their mission.
It was tricky because this was very high level, heady chemistry and physiology and often didn’t understand everything, so it was challenging for us to create a brand to an audience that put us in a position that we could never know as much as we’d like to about their product.
We ended up being their translators. What had to happen was they would deliver to us the messaging as they interpreted it, as super geniuses, and we had to navigate that language in a way that an investor or a student might find value in what they are doing and how they are doing it differently.
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